HDFC bank / annual fee charges

Hi,
I am holding HDFC Credit card since more than 5 years, Last year without my concern/request they upgraded my credit card to "Regalia Card" and card is dispatched. Now after an year they charged 2850/- as annual fee. The strange thing is I haven't got any SMS for this transaction . So they feel them self that they are robbing customer money. So like a thief they haven't made noise. After checking my online transaction I realized and called customer care, then got to know about this.
I am a loyal customer to bank 6 years and these kind of cheap behavior is not fair. Please keep some dignity when you are in banking business.